"Capture the attention of your audience by making the ad relevant to them at the beginning of the announcement. Ask questions or make brief points that will help the audience identify with the cause of your organization or event...List the essential information listeners or viewers need to know. Think about who should attend or get involved, what it's about, where it's happening or where the business is located, when and why. Give directions or a point of reference for an event location...[E]ncourage the audience to get involved. Choose words that describe how the audience, or those benefiting from the charitable event, will feel as a result of their participation...Call the audience to action...Make it clear what you expect the audience to do after listening to your message...Include contact information, such as a name and phone number, or a website address where people can get more information. Repeat information that's difficult to remember, such as the phone number or website address...Read your script out loud and have someone time you. Some stations air only 10-second public service announcements, while others will air 30- or 60-second messages. Adjust your script accordingly."
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